2011 market research in ireland
DESCRIPTION
Introduction to Market Research in Ireland with introduction to new approaches and techniques available using tech savvy tools and methods to get close to the consumerTRANSCRIPT
iReach Market Research
Oisin Byrne
Managing Director,
iReach Market Research
Introduction to
iReach Market Research
2011
Approach and Ethos
• Research Market somewhat traditional in Ireland
• New technologies and Online innovations have the potential to add real, measurable benefits to market research
• An enhancement, rather than replacement of more traditional research methods
• Cost Effective, Innovative, Timely and Flexible
Deeper Insights | Better Research
• Innovation – Only Agency with own Research Panels
– Online, Video and Mobile Research
• Best Practices – Methodologies, Data Validation
– QA, Analysis and Reporting
• Excellence of People – Research Analysts
– Project Consultants
• Leading Technology – Support for all Research Methods
– Range of Reporting Options
iReach Research Panels
• iReach Panels for Quantitative and Qualitative – Consumer Panel of 15,000 Adults
– Business Panel of 5,000 Decision Makers
• GB and Northern Ireland – Consumer Panel of 5,000 Adults in NI
– Consumer Panel of 15,000 Adults in GB
• Fully support ESOMAR 26 Questions – Best Practices in Active Panel Management
– Recruitment and Segmentation
• International Research Partners – Partners in UK for B2B Panels
iReach Market Research methods
Research Methods and Techniques
• Online Research
– Most Quantitative Projects now using Online
– Ad Hoc and Trackers
– Ideal for Rich Media Support (TV, Radio and Print)
• CATI
– Customer Satisfaction Surveys
– Pre-screening, Segmentation and Recruitment
• Qualitative Research
– Focus Groups and In-depths
– Mystery Shopping Research
Use of iReach Research Panels
• Custom or Ad Hoc Projects – New Product Development and Concept Testing
– PR and Media (Ad Testing)
– Brand Awareness and Customer Advocacy
• Regular Trackers – Digital Pulse Tracker – Digital Consumer Trends
– Heart Beat Research (Sub Trackers)
– Consumer Shopping Trends – Online and Retail
• Monthly Online Omnibus for Research – iReach Business Decisions Multibus
– iReach Consumer Decisions Multibus
iReach Online Services
• Website based Research – Visitor Profiling
– Usability and Engagement
– Feedback Analytics
– Supply Chain and eCommerce
• iReach Conversations™ (Launched 06/2011)
– iReach or Customer Branded
– On-going Research Conversations and Diary Apps
– Pre-screening, Segmentation and Recruitment
– Support for Rich Media and Social Networking
– Social Marketing and Media Tracking
9
New Research Techniques
Getting closer to the Consumer
Video@Home Research
• iReach Consumer Decisions Panel
– Pre-screening, Segmentation and
Recruitment
• Video based Qualitative Research
– Focus Groups and In-depths (IDIs)
– Include Video with Reports
• Qualitative Research at the speed
of Online Quant
– Turnaround in 3 Days
– Polls, Diary Projects and Product Test
Video@Home Research
• iReach Research Panels
– Pre-screening, Segmentation and Recruitment
– 200 Members opt-in with WebCams
– Nationwide and growing
• Mixed Online Qual and Quant
– Live Video Streaming or Recorded
– Online Surveys with Video for Quant
• ‘At home’ research
– Family environment and real world
– Product Test, Packaging and Tasting
Ad Testing
Video Based Focus Groups
Powerful Co-creation Platform
Realtime respondent metrics
Video Streaming of Groups
17
Point of Experience Measurement
Mobile Research
Mobile Research Illustration
Mobile Research - Applications
• Measuring Satisfaction and Advocacy
• Evaluating Signage and Service in retail
outlets and Brand communications
• Understanding the Product Experience
• Guaranteeing Brand Consistency
• Measure Sponsorship Brand Awareness at
Events and Venues
• Capture instant feedback on promotions
• Track customer trends and behaviors
• Evaluate advertisements in field (print/TV)
Custom Research Panels
• iReach Built Panel of 50 iPhone Owners – Focus Groups and In-depths (IDIs)
– Product Testing and Usability
– Extending to all Smart Phones
• In-Pub Panel – SMS based Opt-In
– Incentive Based and recruited ‘in-pub’
– Real-time Surveys at Venue
21
Deeper Insights | Better Research
Detailed Data Analysis and Reporting
Research Analysis and Reporting
• Detailed Analysis
– Robust and Valid Data
– Detailed Analysis
– High Quality Reporting
• 3 Levels of findings
– Summary
– Conclusions
– Recommendations
• Quantitative
– Use Open Ends where possible
• Qualitative
– Use video where possible
Switch bank accounts to
get a better rate
Switch telecoms
providers for better
ratesSwitch to a cheaper
utility provider
Do DIY
Use price comparison
websites
Ride bike or walk
whenever possible Shop more online
Cut back on non-
essential spending
Buy generic Product
Cook at home more
often
Use sales and
promotional discounts
Cut down on nights out
and takeaways
Take fewer holidays Ok for the moment but
I won't give up on it
key long term
strategies
Less common
choices but will
remain
Do not touch this at
all
% Use of the strategies
% T
o b
e u
se
d a
fte
r re
ce
ss
ion
Service Excellence
• Memberships
– AMA, AQR, ESOMAR,
– Marketing Society, MII
• Awards and Recognition
– Inspired IT Awards 2008
– Marketing Society Dec 2009
– All Island Marketing (AIM) Awards May 2010
– 2011 Media Awards – Best Research Initiative
Summary and Close
• Only Agency in Ireland with our own
proprietary Research Panels
• Recognised for Market Research Excellence
• Select the best Approaches for each
research project
• Maximise the benefits of Qual and Quant
research methods
• Focused on Deeper and actionable Insights
• Timely and Cost Effective research projects
Questions and Close [email protected]
01-4003600 | 086 850 6364
For more information, demonstrations
and case studies visit
www.ireachinsights.com